Had Sarah Custer decided that she wanted to be a track star, the only question is would she be more suited in a role as a sprinter or a distance runner? After all, the vice president of sales operations for Distribution Management began her career working summers at the firm during high school and ramped up her efforts by taking on a full-time sales role while pursuing her undergraduate and MBA studies on nights and weekends. That, in a sense, is a sprinter’s mentality—going all out with a finish line in sight.
After finishing her studies at Webster University and focusing on a variety of areas that culminated with the company’s MPS platform, Custer married and welcomed two daughters to her family. That’s where the sprint became a marathon. Having set a high bar for herself, Custer struggled with the demands of work, tending to a young family and finding the time to accomplish everything on her to-do list.
Fortunately, Custer discovered Sheryl Sandberg’s “Lean In: Women, Work, and the Will to Lead” which provided her with the concept of “ruthless prioritization.” The time management mantra has helped her in tackling the day’s top tasks, and reading the book has enabled her to set a realistic, doable pace.
“You likely won’t be able to get everything done on your to-do list every day, so determine the top few things that are the most important and complete those first,” said Custer, a 2023 ENX Magazine Difference Maker. “I’ve been living in ‘ruthless prioritization’ mode ever since.”
The onset of her MBA studies dovetailed with Distribution Management’s brand-new managed print program. She was able to leverage what she was learning into real-world business applications. This was integral in getting the fledgling program off the ground.
Bridging Partnerships
Custer loves how her job affords her the opportunity to work with different individuals and companies while learning how other businesses operate. Be it with customers or team members, she enjoys collaborating to furnish solutions that will help grow all stakeholders. As a distributor, she sees her company as the lynchpin between manufacturers and the firm’s clients—an intermediary to ensure a smooth flow through systems on all sides.
“Our MPS program adds the additional layer of working closely with end-users in many instances to make sure our resellers can meet the needs of their customers utilizing our program,” she said. “MPS engagements are also more complex because of the various software and service vendors that have to align to make the program run smoothly for everyone.”
In her role, Custer has worked on complex projects and integrations with all channel players, from manufacturers and software providers to end-users and other distributors. “These experiences have helped me gain a strong understanding of operations across our channel, and this perspective drives my approach when solving problems and working on new projects,” she added.
One of the driving forces during Custer’s 22-year career has been her father, Barney Kister, a.k.a. Distribution Management’s senior vice president of strategic relationships. Witnessing him in action on a day-to-day basis has only increased her appreciation of him and afforded her the opportunity to view him in a different light, revealing a side of her father that most children rarely see in their parents.
“Barney has a strong work ethic and passion for the business. He’s determined and sometimes downright stubborn, both traits I’m pretty sure I inherited from him,” she observed. “Early in my career, he used to remind me of the Steven Covey quote, ‘Seek first to understand, then to be understood.’ This methodology taught me a lot about communication and how to approach interactions both professionally and personally.”
Upward Trajectory
The 2022 business campaign was nothing short of a success, as Distribution Management’s sales operations realized double-digit revenue growth over the previous year in both its traditional business and managed print, signaling a return to pre-pandemic volumes. Custer noted the teams were well-poised to manage and process the increased order volume and managed print devices. In the process, many team members grew their expertise and learned new areas of business in order to support customers’ needs and growth.
On the heels of that performance, Distribution Management planned well for a continued surge in 2023, with a solid first half foreshadowing a strong showing for the balance of the year. “We continue to see signs that people are returning to the office for collaboration during at least some portion of each week, producing print volumes as a result,” Custer added. “We will continue to refine our programs, processes, and procedures to align with the current needs of the market. “
Moving the needle forward entails following Distribution Management’s commitment to continuous improvement. Keeping open lines of communication with customers and partners enable the company to adjust its offerings to meet channel needs while driving operational efficiencies internally and externally.
“We will continue this methodology into the future and we always welcome input from our partners,” Custer said. “Many of our key offerings and programs are a result of conversations with customers or vendors who were trying to meet a specific need.”
Custer and her husband, Andy, will celebrate 16 years of marriage next month. They are the parents of two daughters: Violet, 12, and Lilah, 9. The girls are avid horse enthusiasts, so much of the family’s free time is spent at the barn. Custer is a coach for both of their soccer teams. When they’re not on the go, the Custers like to take relaxing hikes with their dogs, Gus and Indie.
